Each creative in Creative Analysis carries a set of signals that tell you how long it has been running, how much impression share it holds, which copy variants are being used by market, and which publishers are serving it.
This article explains what each of these signals means and how to use them.
To learn how to open a creative and navigate the detail panel, see Browse and filter creatives in Creative Analysis.
Impression Share
Impression Share is the percentage of total detected impressions that a creative received within the selected date range and filters.
A higher Impression Share indicates the creative is being served more broadly relative to other creatives in the same set. Use it to identify which creatives an app is prioritizing at a given time and to compare creative prominence across a competitive set.
Duration days
Duration days is the total number of days between a creative's First Seen and Last Seen dates. A creative that has been running for several hundred days is a strong signal; it suggests the creative is performing well enough that the advertiser has not replaced it. Long-running creatives are worth studying for messaging and format patterns.
Status tells you whether a creative is currently Live or Archived. An archived creative is no longer being served but remains visible in Creative Analysis for historical reference. Sorting by Impression Share while filtering to Live status shows you what is actively running right now.
Copy Analysis
The Copy Analysis section in the creative detail panel shows a table of the ad copy variants used for that creative. Each row represents one variant and shows the Title, Subtitle, Body, Country, and the percentage of impressions that variant received.
This breakdown is useful for understanding localization strategy (whether an app is running the same copy globally or tailoring messaging by market) and for identifying which copy angle is receiving the highest share of impressions for a given creative.
Top Ad Publishers
The Top Ad Publishers section in the creative detail panel lists the publishers that served that creative. This part tells you where the ad appeared, which apps or platforms carried it, and gives you a starting point for publisher research. If a publisher served a competitor's creative, that publisher may also be a relevant placement for your own campaigns.
If no top ad publishers are shown, the data has not yet been detected for that creative.
Related Creatives
At the bottom of the Creative Analysis page, the Related Creatives section shows ads from other apps that share creative similarities with the app you are analyzing.
This is useful for identifying broader visual or messaging patterns across a category, rather than just analyzing one app in isolation.
Related links
Browse and filter creatives in Creative Analysis
Use filters to refine creative research
Export and share Creative Analysis data
Need more help?
If you have further questions on the process, contact your dedicated Customer Success Manager or contact the support team via live chat.